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Marketing Communication > I - neu - Message Appeals > Flashcards

I - neu - Message Appeals Flashcards

1
Q

Endorsers

Which types of endorsers are there?

A

Celebrity endorsers:

  • actor, athlete, entertainer
  • very expensive
  • celebrities might loose their good image

Typical-person endorsers:
- regular people

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2
Q

Endorsers

Endorser Attributes

TEARS Model

A

Trustworthiness:
- being perceived as believable, dependable - as someone who can be trusted

Expertise:
- having specific skills, knowledge or abilities with respect to the endorsed brand

Physical Attractiveness:

  • idea of visual pleasantness is based on an individual’s concept of attractiveness
  • persuasion through identification

Respect:
- admiration/esteem is due to one’s personal qualities and accomplishments

Similarity:
- based on extent to which an endorser matches an audience in terms of characteristics (e.g. age gender)

TE -> Credibility: Internalisation -> receivers accept the endorser’s position on an issue as their own

ARS -> Attractiveness: General concept of attractiveness; consumers identify with attractive endorsers

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3
Q

Comparative Advertising

Definition

A

the practice of directly/indirectly naming competitors in an ad and comparing one or more specific attributes

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4
Q

Comparative Advertising

Comparative Advertising…

A
  • enhances brand recall
  • promotes better recall of messages and arguments
  • generates more favorable attitudes towards the sponsoring brand
  • generates stronger intentions to purchase the sponsored brand
  • generates more purchase
  • may be perceived as less believable (than non-comparative advertising)
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5
Q

Comparative Advertising

Aspects to consider before using comparative advertising

A
  • situational factors
  • distinct advantages
  • the credibility issue
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6
Q

Humor

Using humor in ads …

A

… attracts attention to advertisements
… enhances liking of brand and advertisement
… does not necessarily harm comprehension
… does not offer advantage over non-humor in terms of persuasion
… does not enhance source credibility
… should depend on the product type

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7
Q

Humor

Models of humor Effects

Affective Model

A

Perceived humor leads to positive emotions.
Positive emotions in combination with classical conditioning enhance the attitude towards the ad and finally to enhanced attitude towards the brand

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8
Q

Humor

Models of humor Effects

Cognitive Models

a) Information processing approach

A

Perceived humor leads to more attention.
Attention and Elaboration lead to cognitive processing. This leads to an enhanced attitude towards the ad and an enhanced attitude towards the brand

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9
Q

Humor

Models of humor Effects

Cognitive Models

b) Distraction Effect

A

The message in combination with distraction to humor leads to no elaboration of counter arguments during cognitive processing. The attitude towards the ad can be enhanced or negatively influenced. Same for the resulting attitude towards the brand.

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10
Q

Humor

Models of humor Effects

Integrated model

A

Perceived humor leads to positive emotions which in turn leads to cognitive processing. This leads to an enhanced attitude towards the ad and finally an enhanced attitude towards the brand

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11
Q

Humor Classification

Specks Humorous Message Taxonomy

A

Incongruity-resolution:
- laughing results from having solved incongruent information

Humorous disparagement:
- laughing results from enhancing the self on the expense of others

Arousal-safety:
- laughing from sharing pleasure with likable characters

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12
Q

Humor

Gender Effects

Perceived level of humor

A

Perceived level of humor

Women:

  • like: sentimental comedy, comic wit
  • dont like: satire, no humor

Men

  • like: satire, no humor
  • dont like: sentimental comedy, comic wit
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13
Q

Humor

Gender Effects

Attitude towards the ad

A

Women:

  • sentimental comedy enhances attitude towards the ad
  • satire lowers attitude

Men:

  • satire enhances attitude towards the ad
  • sentimental Comedy decreases it
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14
Q

Humor

Moderators on the Effectiveness of Humorous Advertising

A

Product attributes:

  • low/high involvement products
  • hedonic vs. utilitaristic products
  • product experience

Target group attributes
- sex, culture, need for cognition

Message attributes

  • type and intensity of humor
  • strength of arguments
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15
Q

Humor

Implications for the use of humor in ads

A
  • humor should point out the positive attributes of the advertised product
  • humor should not disparage potential customers
  • use humor only if it fits the image of the brand and the company
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16
Q

Humor

Which effect can occur when using humor in ads? How to overcome it?

A

Vampire effect

  • > facilitate the identification of the brand name
  • > make sure that humor does not interfere or mask the message
17
Q

Absurdity

Definition

A

incongruous juxtaposition of pictorial images that viewers perceive as irrational, bizarre, illogical and disordered

origin: philosophy, surrealism, theatre

18
Q

Absurdity

Types of absurdity

A

Surrealism
-> breaks with reality and or integrates dream and reality

Anthropomorphism
-> transfer human attributes on non-human objects

Allegory
-> imagination of an abstract process or term

Hyperbole
-> obvious exaggeration

19
Q

Absurdity

Distracting from counter arguments

Thought disruption hypothesis (Petty&Brock)

A

Cognitive load leads to the suppression of counter arguments

Moderator variable: product category attitude

-> if the product category attitude is negative, absurdity can foster positive thoughts, and therefore help to enhance the attitude towards the brand

20
Q

Fear Advertising

Threat vs. fear

A

Threat:
- presentation of negative consequences that the audiences want to avoid

Fear:
- emotional response to threat that can change attitude or behavioral intent

21
Q

Fear advertising

The role of fear in advertising + application

A
  • ads appeal to consumer’s fears by identifying negative consequences of
  • > not using the advertised product
  • > engaging in unsafe behavior

Fear appeal logic:
stimulates audience involvement and promotes acceptance of message arguments

Application:
especially social marketing (e.g. health marketing)

22
Q

Fear advertising

Attributes of Fear appeal in Social Marketing

A

1) demonstrating a threat that increases fear

2) giving precise instructions what to do to reduce threat

23
Q

Fear advertising

Protection Motivation Theory (Rogers)

A
  • initial goal: explaining the persuasive effect of fear appeals
  • later: suggesting a general model of the persuasive effect of communication

Environmental factors and personal factors lead to:

  • > intrinsic and extrinsic rewards - severity, vunerablity = Threat appraisal
  • > Response efficacy, self efficacy - response costs = coping appraisal

Coping appraisal and threat appraisal lead to protection motivation which induces action or inhibition of action

24
Q

Fear Advertising

Ambivalent effects of fear

Optimum level of fear?

A
  • impact of fear on persuasion and behavioral intentions
  • inverted u-shaped relationship
  • low level of fear: no arousal
  • medium level of fear: intensive processing
  • high level of feat: avoidance, reactance
25
Q

Theoretical Foundation of fear effects

Extended parallel process model (Witte)

A
  • Message components lead to perceived efficacy and perceived threat
  • if no threat is perceived there’s no response
  • if fear is perceived it can lead to a fear control process (= defensive motivation -> maladaptive change)
  • if no fear is perceived it leads to a danger control process (= protection motivation -> adaptive change)
26
Q

Mixed Emotions

Reducing the negative Reactions to fear appeals

Can mixed emotions avoid defensive responses?

  • Fear appeal
  • humor
  • combination
A

Fear appeal:
- leads to negative emotional reaction
- arousal is due to stimuli that evoke threat
Effects of fear appeals without humor:
-> message-> fear -> negative arousal -> avoidance, reactance

Humor:
- leads to positive emotional reaction
- arousal is due to incongruent and surprising stimuli
- when solving the incongruity, playfulness is involved
Effects of fear appeals with humor:
message -> fear -> negative arousal -> combined with humor; safety due to playfulness -> attitude change

Marketing Communication (9 decks)

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